The CMR Agency

Personalisation is marketing trend number one. In order to become personal, organisations need access to personal data of their clients.

Technology and data developments, as well as legislation as to personal data require a new approach that redefines the relation with your client:

Customer Managed Relations

Your client in control of their personal data will unlock an unprecedented value for organisations and their clients. The CMR Agency helps you with the question how.

Data Connection

Accurate Customer data is crucial for competitive business intelligence. Customers are willing to invest in sharing their personal data if they feel trust and encounter the right data dividend.

Of course, the right use of customer data can provide a competitive edge. Taking this into account, one could question whether the answer of the customer is not more valuable than an algorithm. Customer centricity is giving customers control over their data. Customers are willing to invest in sharing their personal data if they feel trust and encounter the right data dividend.

Better data leads to better decisions.

Mobile

Mobile is the only growing medium and has become the most personal device. We think that communication efforts should be personalised and focus on the mobile customer experience.

Customer Centricity

The customer is king and if he feels that he is treated as such, he will be generous. Marketeers experience a big gap between the desired customer centric situation and the actual situation.

But nothing big data offers today, in any business, is a substitute for intentionally delivered intelligence from real customers who are engaged, one-to-one, with companies in the marketplace- in their own ways and on their own terms

Doc Searls

There are geniuses among your customers, how do you find out?

Doc Searls

In an information economy, access to data is critical, and consumer trust is the key that will unlock it.

Harvard Business Review, May 2015

73%

of marketeers view customer centricity as critical to the success of their business and role at the company

14%

of marketeers say customer centricity is ranked high within their organisation

11%

of marketeers say that their customers would say customer centricity is ranked high within their organisation

The majority of internet usage will be done via a mobile device and for most people the mobile web will be their primary, if not their only, way of experiencing the internet.

Peter Rojas, Gizmodo

The future of mobile creativity is in our youth: an entire generation ﬁrst exposed to computing in this form.

Chris Cheung, Autodesk

The adoption rate of mobile is twice that of the internet, three times that of social media, and 10 times faster than PCs

Emma Crowe, Somo

Customer 2020: What do customers expect?

Communication: Own terms

Speed: Direct gratification

Personalisation: Personal & Intimate

Good customer service begins at the top. If your senior people don’t get it, even the strongest links further down the line can become compromised.

Richard Branson

We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

Jeff Bezos

The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.

John Russell

When you’re trying to make an important decision, and you’re sort of divided on the issue, ask yourself: ‘If the customer were here, what would she say?

In the age of the customer, executives don’t decide how customer-centric their companies are — customers do.

Kate Leggett

Customer expectations in the future are the outcome of movements that have been underway for decades. Changes such as the explosion of digital, the empowered customer, and the acceleration of innovation are shaping customer expectations. The CMR agencyThe CMR Agency

The customer of 2020 will be more informed and in charge of the experience they receive. They will expect companies to know their individual needs and personalise the experience. Immediate resolution will not be fast enough as customers will expect companies to proactively address their current and future needs.

Companies must adapt or fail: as customer expectations shift, companies are forced to adapt. Enlightened by what the future has in store, many companies are already laying the foundation for 2020. Others are stuck in a historical view of customer experience management and will fall behind if they don’t react soon.

To be relevant in 2020, companies must focus on levering big data to create a single source of truth and making customer intelligence accessible throughout the enterprise. Companies must consider “insight generation as a sales enablement function and emphasize proactive and personalised customer support to effectively grow and retain customers.

Implications for customer experience professionals: the companies that will win are beginning to prepare now by recognizing the shift that is taking place, aligning the right resources, and focusing on the right metrics. Enlightened companies must view the customer experience as a strategic, C-level initiative, creating an unrelenting focus on the customer throughout the enterprise. To support this strategic initiative, new skills will be required and a holistic customer metric will emerge as a leading indicator of growth.